Marketing Concept for a New Milk Drink Based on the Evaluation of Consumers’ Preferences

  • Launching a new product on the market requires intensive marketing research to define the specific needs of the customers. Marketing research methods using brain imaging with fMRI are able to predict consumer behavior and subconscious feelings towards a brand. Compared to ordinary marketing research methods, results of brain scans can convert emotions with regards to consumers’ preferences into marketing strategies. This study evaluates consumers’ preferences for a new milk drink on the Finnish market using methods of brain imaging and survey taste tests. The results are applied in a marketing concept recommended in the conclusion to the case company of the project, Valio Ltd. The study is part of the research project Neuroservice, which operates at Laurea University of Applied Sciences and is funded by the Finnish agency for Innovation, TEKES. The research covered a sample of 31 people and found out that the milk drink is valued higher in the product category of juices based on emotional values, brain scans and the results of taste tests. The results of the analysis were compounded to conclude a marketing concept to the case company, which recommends a repositioning of the product into the category of juices. Keywords: Marketing Research, Neuromarketing, fMRI, Brain Imaging, Consumer Preferences, Marketing Concept

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Author:Helen Hofmann
Document Type:Master's Thesis
Date of first Publication:2015/09/22
Publishing Institution:Hochschulbibliothek HWR
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2015/09/22
Institutes:FB I
Licence (German):License LogoCreative Commons - Namensnennung-Nicht kommerziell-Keine Bearbeitung

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